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Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressions

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Part of the Handel und Internationales Marketing Retailing and International Marketing book series (HIM)

Abstract

HEIs are nowadays challenged with intensified competition amongst each other as well as an ongoing battle for additional funds and students. Especially within Western Europe, the introduction of bachelor’s and master’s degrees has led to higher student mobility and international competition. Therefore, HEIs are being challenged more than ever to find new ways to approach prospective students and, furthermore, retain their existing students (Maringe, 2006; Drewes and Michael, 2006).

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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

Authors and Affiliations

  1. 1.Marketing and TradeUniversity of SiegenSiegenGermany

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